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冷熱事業本部
事業説明会
Air-Conditioning & Refrigeration Systems
Business Operation
1
June 6, 2011
Masahiko AriharaSenior Vice President
General ManagerAir-Conditioning & Refrigeration Systems
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
Contents
2
1. Introduction to Air-Conditioning & Refrigeration Systems
2. Summary of FY 2010
3. Prospects for FY 2011
4. Strategy for FY 2011 Business Plan
5. Specific approaches
6. Summary
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
1. Introduction to Air-Conditioning & Refrigeration Systems (1)
3
* Domestic -
Overseas sales ratios are based on FY 2010 results (consolidated). Market size: MHI estimate.
Air-conditioners (PAC/RAC)
Domestic
65%35%
[Global market size: 2010]approx 8 trillion yenplus hot water supply, heating market is 2 - 3 trillion yen
[Global market size: 2010]approximately 3 trillion yen
[Global market size: 2010]approximately 0.2 trillion yen
Centrifugal Absorption Liquid Chiller (CALC)
Transport refrigeration units (TRU)
PAC
Made-to-order products
Mass produced products
Automotive thermal systems (CAC)
RAC
“Beaver” Brand
Domestic-overseas sales ratio
Easily the largest share in domestic market
No. 2 in the world for scroll compressors and electric compressors
By far the top niche player in a large market
Domestic-overseas sales ratio
Domestic-overseas sales ratio
Domestic-overseas sales ratio
Domestic Overseas
Domestic OverseasDomestic
Overseas
Made-to-order products
Mass produced products
Easily the largest share in domestic market
[Global market size: 2010]approximately 0.2 trillion yen
11%
89%
9%
91%
23%
77%
Overseas
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
1. Introduction to Air-Conditioning & Refrigeration Systems (2)
Japan
China
Asia, Oceania
Americas
Europe
CAC
TRU
CALC
PAC/RAC
Sales by product
Total 158.1 billion yen
Total 158.1 billion yen
Sales by region
Production by region Staff by region
1%21%
32%
46%
Asia, Oceania
China
North America
Japan 2%
36%32%
30%
Japan
North America, others.
Asia, Oceania
China
* Figures shown are FY 2010, consolidated.
4
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
158.1137.4
2009 2010
2. Summary of FY 2010 (1)
159.1138.4
2009 2010
-2.3-9.9
2009 2010
5
Loss decreased by 7.6 billion yen compared to previous term(+3.7 billion yen from beginning of term estimate)
- Although unfavorable exchange rates and increase of material costs had effects, increased sales, cost reduction, and cuts in various expenses resulted in a significant improvement from the previous term.
Orders received Operating income Net sales
Increase of 20.7 billion yen from previous fiscal year. (+18.1 billion yen from beginning of term estimate)
- Recovery of PAC/RAC market - Increased production of car manufacturers.
unit: JPY billion
FY 2010 Beginning of term estimate
140.0
+19.1
billion yen FY 2010 Beginning of term estimate
140.0
FY 2010 Beginning of term estimate
-6.0
+3.7 billion yen
+18.1
billion yen
unit: JPY billion unit: JPY billion
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials. 6
2. Summary of FY 2010 (2)
The market for air-conditioners bottomed out in 2009 and began to rise in 2010, fueled by the economic recovery in Europe and America after the Global Financial Crisis, the effects of extreme heat wave of last summer, and the
growth in China and other emerging Asian markets.
The strategy for FY2011 is being pursued with a concentration on
the following:(1) Creation of a light, nimble business structure.(2) Operate as the dominant niche player.
With growth in demand and the recovery of automobile manufacturers, MHI’s net sales increased to 115% of the previous year. However, profitability was squeezed by the high yen rate, the price hike in copper and aluminum market. This was offset by increased amount of sales, cost cutting, and a reduction in expenses, and operating income improved 7.6 billion yen year on year.
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
2. Summary of FY 2010 (3)
100 116
2009 2010
100131
2009 2010
100 104
2009 2010
100 98
2009 20107
◇
Overall, demand is trending higher, led by emerging countries. RAC has shown especially large growth both in Japan and overseas. In addition, in China, the world’s largest market, MHI’s exclusive sales network K-POINT increased the number of dealers beyond the original plans.
(144 stores as of end May, 2011)
Sales index of 2010 when 2009 = 100 (results) PAC/RAC
◇
With the rebound in the production of automobile manufacturers, electric compressors for EV and HEV for both domestic and overseas markets have grown. Have also
succeeded in developing new customers in emerging countries. Also continuing sales activities for new European customers.
* EV/HEC = Electric Vehicles / Hybrid Electric Vehicles
CAC
◇
Although the truck subsidy system was terminated, the domestic truck refrigeration unit (TRU) market grew to 104% of the previous year, supported by steady demand for freezer and refrigerated trucks. MHI maintained its leading domestic share by expanding its sales with the introduction of a new series of compact, lightweight, high-performance TRU with low operating noise all those achieved by a new 3D compressor.
TRU
◇
Limited investment by IT, semiconductor and home appliance manufactures due to the recession caused a considerable contraction in the domestic centrifugal chiller market. Net sales decreased, although MHI retained the largest market share. However, orders increased, with orders from Sky Tree in Japan, and from Heart of Doha, Qatar, among others. In addition, the world’s first centrifugal-driven Water to Water Centrifugal Heat Pump ETW (Heat Recovery Type), was released.
CALC
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
3. Prospects for FY 2011 (1)
159.1 170.0
200.0
240.0
2010 2011 2012 2014
-2.3
2.04.0
11.0
2010 2011 2012 2014
8
Orders received Operating income Net sales
(actual result)
158.1170.0
200.0
240.0
2010 2011 2012 2014(actual result)
unit: JPY billion unit: JPY billion unit: JPY billion
FY 2014 11.0 billion yen
-
Improve earnings based on increased sales and cost-cutting activities. (actual result)
FY 2014 240.0 billion yen
- Expand sales focusing on high- performance models, capitalizing on global move to reduce CO2emissions.
(actual result)
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
3. Prospects for FY 2011 (2)
2010 2011
9
PAC/RAC
CAC
TRU CALC
◇ PAC/RAC -
Respond to China and Asian emerging country demand and aim to boost market share in existing markets of Europe and Japan.
-
Started sales of commercial-use heat pump-type water heater to respond to wide range of demand from household to industrial use.
◇ CAC-
Although the decrease of auto production is expected following the Great East Japan Earthquake, MCC in the US is scheduled to resume production this autumn, and investment is planned to bolster production of electric compressors for EV and HEV.
◇ TRU -
Almost all models had undergone model changes by the end of previous year. Concentrating on expanding sales of these energy saving, high-performance models.
◇ CALC -
Focusing on expanding the overseas market as well as continuing the expansion of service business in the domestic market.
◇Overall - On the whole, increase in sales achieved in overseas business, mainly with
PAC/RAC and CAC. - Maintain and expand domestic share of TRU and CALC as the base, and
focus especially on overseas deployment of CALC.
Sales index forecast for 2011 when 2010 = 100
106
112
104
117
2010 Consolidated Sales Forecast for Air- Conditioning & Refrigeration Systems
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
4. Strategy for FY 2011 Business Plan
10
輸冷
空調
■ Basic Policy -
Taking advantage of global environmental regulations as a rare opportunity, promote global sales of high-performance, high value-added products that make a major contribution to environmental conservation, and develop a business that will play a role in MHI’s energy and environmental business.
-
To this end, as a niche manufacturer of air conditioning and refrigeration systems with a scale suited to its own management resources, MHI will work to
acquire and maintain its position as the dominant niche player
in specific business domains.
-
To achieve a low-carbon society, enter the environment and energy fields (Air /Water to Water Heat Pump, CAC for EV/HEV), which are growing around the world.
-
Change from independent management to cooperation with partners to accelerate business development and disperse business risks.
Growth process
-
Convert fixed costs to variable costs using overseas facilities (reform of production formation).
-
Shift from management based on sales/profit to a diversified management structure that includes B/S and C/F (adopt ROIC as a management indicator).
Reform process
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (1) Reform process (i) FY 2010 “Reform process”
(Presentation material for Business Operation Meeting for FY 2010)
11
Reform of production structure
■ Pursuing the world’s optimum production-
Use overseas facilities that can flexibly respond to changes in demand.
Convert fixed costs to variable costs.-
Improve production of air-conditioners at overseas facilities.(Global sourcing from MACO and China-
regional sourcing from MHAQ)
-
Continue to increase the local
sourcing ratio at overseas plants.
-
Partial outsourcing for spare parts supply.
Japan
MHAQ (China)
MJA (China)
MACO (Thailand)
MCC (USA)
THACOM (Thailand)
* The yatai system: A production system in which, in principle, one worker assembles a product in a cell location, which adds flexibility to production schedule / production volume changes.
■ Inventory reduction-
Supply chain rationalizationBuild a system of direct delivery from overseas plants to distributors in each market.
-
Shorten production lead time through innovative activities in manufacturing in the entire company. (Application of the yatai system of MACO to TRU products).
■ Fund efficiency improvement-
Share investment with business partners by reconsidering the make-or-buy decisions.
-
Collect funds earlier by reducing lead-time.
Adopting reforms to optimize production and improve fund efficiency
ROIC improvement
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (1) Reform process (ii) Reform of Production Structure
12
MACO(Thailand)
Concentrate on production of PAC and RAC global models, except for China.
MHAQ(China)
Shift global model PAC to MACO, continue production of PAC for China.
Biwajima(Aichi Prefecture)
Shift global model PAC to MACO, continue production of TRU and compressors.
MJA(China)
Continue production of RAC for China.
PAC/RAC production
2009 2010 2012
100 111 128
PAC/RAC production
2009 2010 2012
100 100152
PAC/RAC production
2009 2010 2012
100141
200PAC/RAC production
Concentrate production of Concentrate production of ““global model airglobal model air--conditioner products, except for Chinaconditioner products, except for China”” from from Japan (Japan (BiwajimaBiwajima) and China (MHAQ) to Thailand (MACO) and achieve production ) and China (MHAQ) to Thailand (MACO) and achieve production efficiency and cost reduction. efficiency and cost reduction.
2009 2010 2012
100 11338
Production shift this time
Globalmodel
Chinamodel
Globalmodel
Chinamodel Rotary Scroll
THACOM
MHAQ ○
MJA
China
China
Thailand
Thailand
MACO ● ●
Compressor
●
●
Biwajima ○
PAC RAC
Japan
●
●
Figures in chart are index with 2009 as 100
Production shift this time
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (1) Reform process (iii) ROIC Improvement
10085
75
2009 2010 2011
100117
2010 2011
13
Efforts are focused mainly on improving production lead time to Efforts are focused mainly on improving production lead time to reduce inventory. reduce inventory.
Months of inventory held Total asset turnover Index with 2009 as 100 Index with 2010 as 100
Details of activity: 1.
Shift from make-to-stock production to made-to-order production with an inventory cover system using RINKS (Refrigeration Integrated Keikaku
System), a production management system developed jointly by Air-Cconditioning
& Refrigeration Systems and Technology & Innovation Headquarters. 2.
Adopted Yatai production , instead of line production, enabling a flexible response to fluctuations in demand. (horizontal deployment of production method adopted at MACO (Thailand)).
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (2) Heat Pump Business (i) FY 2010 “Growth process (1) Heat Pump”
(Presentation material for Business Operation Meeting for FY 2010)
14
Heat pump hot water supply
-
High-performance products at the highest level offering a variety of applications from household to industrial use will be provided.
-
MHI sells household heat pump hot water supply systems in Europe in cooperation with NIBE, the large heater manufacturer.MHI also seeks collaboration
with major power companies and local heat pump manufacturers.
-
A dedicated sales team will be set up to boost heat pump sales. Group and power companies will implement collaborative projects.
Centrifugal chillers
-
In Europe, started sales cooperation with multiple partners and received inquiries for MHI turbo chillers for chillers for power plants abroad.
-
In Asia, the Singapore office will lead the effort to increase sales to serve demand for chiller replacement through service activities primarily for existing Japanese customers.
-
For customers who use the products for a relatively long period of time, MHI’s high-
efficiency units have an advantage in LCC evaluation compared with cheaper overseas products.
LCC: Life Cycle Cost refers to the total cost including
the initial cost and running cost.
Household use Industrial use ‘09 ‘14
European heat pump market
Approx. 1.7 times
ETI-40ES
Achieved COP 7.0., the world’s highest efficiency
400Rt, cold water 17ºC/7ºC
‘09 ‘14
CALC overseas businesses
Approx. 4.5 times
*
Household heat pump hot water supply systems heat water by collecting heat in the air just like air-conditioners, which allows a substantial reduction in CO2
from the conventional combustion water heaters, Consequently, they are expected to experience rising demand as energy saving products.
Focus on air/water to water heat pump hot water supply systems and centrifugal chillers, which are currently niche but which will be growth products in the future.
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5. Specific Approaches (2) Heat Pump Business (ii)
Industrial use 627 kW~
Waste heat recovery warm water heat pump
ETW(R134a)
Household use for Europe 8-16 kW
~ 8 kW 9 kW (max 11 kW)
~ 16 kW
Cooling, heating and hot water supply systemAir heat source heat pump hot water supply
Industrial use 30~480 kW
Industrial use CO2
hot water supply heat pump
Nick name: “Q-ton”
(CO2
, R744)
(30 kW x 16 units)
By shifting from conventional combustion (boilers, gas systems) By shifting from conventional combustion (boilers, gas systems) system to heat pump (electric) system to heat pump (electric) system, substantial COsystem, substantial CO 22 reductions and energy savings can be achieved. With a product lreductions and energy savings can be achieved. With a product lineine--up up ranging from household to industrial use, look to expand the busranging from household to industrial use, look to expand the business. iness.
Compared to heavy fuel oil boilers:
Energy saving: 40% less , CO2reduction: Approx. 70% lessCompared to heavy
fuel oil boilers:
Energy saving: 70% less *, CO2 reduction: Approx. 70% less
*
Including 30% reduction in night time electricity unit price.
Developed a heat pump hot water supply system fitted with the world’s first new 2-stage scrotary
(screw-rotary) compressor using CO2
as refrigerant. This unit maintains its performance even down to an external temperature of minus 7ºC, and can be used down to external temperatures of minus 25ºC. In addition, achieved intermediate season COP of 4.3, leading the industry in the 30 kW class, with high efficiency year round.
By integrating “scroll,”
which is efficient with a high pressure ratio, and “rotary,”
efficient with a low pressure ratio into one unit, achieved high efficiency under all operating conditions.
Scrotary compressor
Improved performance under low external temperatures by increasing
coolant recirculation amount.
(R410A)
Adoption of gas injection construction
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Feature 2
Uses COUses CO22
, a natural coolant, and has achieved a , a natural coolant, and has achieved a COP 4.3 rating, leading the industry in the 30 kW COP 4.3 rating, leading the industry in the 30 kW class.class.
The The 30 30 kW rating is exempted from High Pressure kW rating is exempted from High Pressure Gas Safety Act restrictions.Gas Safety Act restrictions.
Feature 3
By connecting a maximum of 16, 30 kW units, By connecting a maximum of 16, 30 kW units, able to respond to a maximum of 480 kW hot able to respond to a maximum of 480 kW hot water loadwater load
Feature 1
Technological breakthrough inTechnological breakthrough in
operating performance operating performance under low external temperature conditions under low external temperature conditions with the with the adoption of two stage adoption of two stage ““ScrotaryScrotary””
COCO22
compressor.compressor.
Feature 4
Suitable for cold weather regions where heat pump hot water systems are uncommon.
Excels in both energy saving and environmental friendliness. Global warming coefficient:
CO2 = 1 R410A = 2090
Combines the strengths of broad application with ease of after-sales service.
5. Specific Approaches (2) Heat Pump Business (iii)-1
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Improved operability Improved operability with the adoption with the adoption of a touch panel type remoteof a touch panel type remote
116 6 unit coupled control is possible, making unit coupled control is possible, making it adaptable for large facility use.it adaptable for large facility use.
Compatible with remote monitoring Compatible with remote monitoring system!system!
Allows quick response to failures and by Allows quick response to failures and by monitoring running data, enables user to monitoring running data, enables user to schedule the parts replacement in advance.schedule the parts replacement in advance.By analyzing operation log, energy By analyzing operation log, energy savings proposals suited for each season savings proposals suited for each season may be made.may be made.
Feature 7
Feature 5
Feature 6Touch panel controller
5. Specific Approaches (2) Heat Pump Business (iii)-2
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Use: Boiler water feed humidification
Equipment outline:30 kW x 1 unit + Heat exchanger
Installed location: Hokuriku area
A low external temperature, high humidity area, characteristic to the coastal areas facing the Sea of Japan.
A very cold area where the highest temperature of the day below minus 20ºC is not uncommon.
An area subject to very heavy snow in Tohoku.
Field test being conducted at three locations, focused on cold weather locations.
5. Specific Approaches (2) Heat Pump Business (iv)-1
Use: Hot water supply for kitchen and wash rooms
Equipment outline:30 kW x 1 unit + Heat exchanger
Installed location: Doto area of Hokkaido
Use: Hot water supply for kitchen and bath
Equipment outline:30 kW x 1 unit + sealed tank
Installed location: Northern part of Iwate Prefecture
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[System configuration]30 kW heat source machine: 1 unitSealed hot water holding tank:
500 liters x 5 units[Use]Hot water supply for kitchen and wash rooms
Around the field test site, Around the field test site, DotoDoto
area, Hokkaido area, Hokkaido
5. Specific Approaches (2) Heat Pump Business (iv)-2
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5. Specific Approaches (2) Heat Pump Business (v)
Performance does not deteriorate until the outside temperature falls below minus 7ºC
16
18
20
22
24
26
28
30
32
-25 -20 -15 -10 -5 0 5 10 15 20 25External temperature (ºCDB)
Hea
ting
abili
ty (k
W)
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
CO
P(-
)
30kW-7ºC
[ Outlet hot water temp: When outlet is 90ºC at inlet water of 5º ]
Conventional image
Able to supply 90ºC hot water even at minus 25ºC
Conventional image
COP2.8-7ºC
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials. 21
5. Specific Approaches (2) Heat Pump Business (vi) -1
■Influence of the Great East Japan Earthquake on heat pump hot water system 1.
With the instability of power supply within Japan, there are risks of adverse conditions confronting efforts at expansion, especially in the Kanto area.
2.
Globally however, the shift from boilers (combustion type) to heat pump hot water supply (electric type) to cut down CO2
is steadily advancing, and there is no change to the fact that the global market is on a growing trend.
3.
With its high energy conservation and CO2
reduction effect, the drive to expand sales for “Q-ton,”
the second to none product, especially in the very cold areas,
through collaboration with boiler manufacturers, will continue, using diverse sales and service routes such as energy conservation consultants, engineering companies, local air conditioning and plumbing contractors, and others.
4.
MHI has selected Europe and Korea as initial areas for promoting
the expansion of sales, to make up for the headwind in Japan.
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5. Specific Approaches (2) Heat Pump Business (vi) -2
[China] Warm water/hot water market is large but
priority is low for the following reasons:
-
Small energy conservation merit (difference between fossil fuel and electricity cost).
-
Unstable infrastructure (voltage fluctuation).
-
Boiler cost is extremely low.
[China] Warm water/hot water market is large but
priority is low for the following reasons:
-
Small energy conservation merit (difference between fossil fuel and electricity cost).
-
Unstable infrastructure (voltage fluctuation).
-
Boiler cost is extremely low.
China: 16%
Europe: 47% North America:
29% Japan, etc: 8%
[Europe] (1)
Start sales from December 2011.(2)
Plan to send first sales promotion team during June-July, 2011 for market survey and sales promotion activities.
(3)
Key sales promotion targets are UK, France, Germany Spain, and Sweden, where energy conservation advantages can be expected.
[Europe] (1)
Start sales from December 2011.(2)
Plan to send first sales promotion team during June-July, 2011 for market survey and sales promotion activities.
(3)
Key sales promotion targets are UK, France, Germany Spain, and Sweden, where energy conservation advantages can be expected.
[North America]Warm water/hot water market is large but
priority is low for the following reasons: -
Regulatory barriers are high.-
Sales and service network not established.
-
Boilers are popular and their price is low.
[North America]Warm water/hot water market is large but
priority is low for the following reasons: -
Regulatory barriers are high.-
Sales and service network not established.
-
Boilers are popular and their price is low.
[Korea] (1)
The same specification as the Japanese market can be applied to respond to the market.
(2)
Of the agents for PAC/RAC and CALC, cooperation is being made with companies that are able to design, construct, and maintain the system and promotion is conducted.
[Korea] (1)
The same specification as the Japanese market can be applied to respond to the market.
(2)
Of the agents for PAC/RAC and CALC, cooperation is being made with companies that are able to design, construct, and maintain the system and promotion is conducted.
22
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (3) Automotive Thermal System operations (i) FY 2010 “Growth process (3) Automotive Thermal Systems”
66
660200
660
‘09 ‘18
23
-
Addition of volume by the global compact car program of auto manufacturers.
-
Expand into emerging countries where new demand is set to rise.
-
Sustained support for existing customers to gain additional programs and secure next programs.
-
Win business from major automakers.-
Approach new automakers that plan to produce EV/HEV.
QS Compressors (scroll)
-
Promote as an EV/HEV-
compatible heating device together with electric compressors.
-
Focus on development for small packaging, performance improvement, weight reduction, and cost reduction.
Sales of MHI’s automotive thermal systems
Market share of MHI Scroll Compressors
Market share of MHI electric compressors
Scroll compressor market and MHI’s share
Demand for Scroll Compressors
Demand for electric compressors
Market forecast for CAC scroll and electric compressors
(Unit: 10,000 units)
(MHI estimate)
Promote the scroll compressor (QS, electric driven), currently in the minority with automotive thermal systems but expected to grow in the future.
Electric water heater Electric compressors (scroll)
20%
7%
35%
50%
‘09 ‘18
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5. Specific Approaches (3) Automotive Thermal System Operations (ii)
24
Currently gearing up to win orders for QS compressors (belt drivCurrently gearing up to win orders for QS compressors (belt driven), electric compressors, and PTC en), electric compressors, and PTC heaters for ecoheaters for eco--cars (EV and HEV), demand for which is expected to keep growing.cars (EV and HEV), demand for which is expected to keep growing. Also enhancing Also enhancing production facilities. In addition, we have completed developmenproduction facilities. In addition, we have completed development of a heat pump system that enables t of a heat pump system that enables cooling and heating under external temperatures of minus 10cooling and heating under external temperatures of minus 10ººC. Sales will now be getting underway.C. Sales will now be getting underway.
Have obtained orders from emerging countries such as India and Brazil. Developing new customers for Asia and China, etc.
For emerging countries
Europe, US and Japan market
Concentrate on increasing share for US and domestic clients. (Large order won for USA). Succeeding with European manufacturers will be the big task going forward.
Plan to upgrade production facilities for electric compressors for EV and HEV, where production is rising, by the second half of FY 2011
Matsusaka Plant MCC (USA)
Suspended production of compressors for automotive thermal systems from 2009 but having won a large order, will resume production in 2011.
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (4) Air Conditioning Operations (i) FY 2010 “Growth Process (2) Air Conditioning Operations”
(Presentation material for Business Operation Meeting for FY 2010)
25
-
Define a high-end product strategy and establish brand strategy. -
Increase the number of exclusive dealers (K-Point) (200 locations by 2012).
-
Increase the number of products for residential houses of the new affluent class, in addition to buildings and luxury homes.
-
Establish a new AC & refrigeration company (May 2010 –) -
Adopt personnel and wage systems geared to local conditions in China.
-
Employ a Chinese person as the general manager of organization
Expand air conditioning operations in China Sales channels in China
Strengthen sales promotion [K-Plan]
‘10 ‘14
Approx. 1.7 times
RAC PAC, KX
MJA
K-Point
MHAQ
MACOMHIAS
Mass retailers
General
agency
Equipm
ent dealers, stores
Clients, custom
ers
Employ companies from different
industries Offer via a
franchise system
(Thailand)
(China)
(China)
(China)
Promote multi-function systems with high added value in the air-conditioner market in China, which is set to grow in the future.
Establish a new AC & refrigeration company (May 2010 –)
Air-conditioner sales in China
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials.
5. Specific Approaches (4) Air Conditioning Operations (ii)
50
100
150
53
120
200
26
MHIMHI’’s exclusive sales network Ks exclusive sales network K--POINT is growing as planned, with 144 stores opened as of POINT is growing as planned, with 144 stores opened as of end of May 2011. end of May 2011.
March 2010 March 2011 March 2012
Actual Plan
Actual Plan
Plan
Forecast
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6. Summary
27
- Aim to be an air conditioning and refrigeration manufacturer that plays a role in MHI’s environment business and contribute to protecting the environment.
- Establish a light, nimble structure, operating as a dominant niche player
Thank you very much for your attention.
Mitsubishi Heavy Industries, Ltd. owns all intellectual property rights concerning these materials. 28当資料に関するあらゆる著作物・知的財産は三菱重工業株式会社に帰属します。
Forecasts regarding future performance in these materials are based on judgment made in accordance with information available at the time this presentation was prepared. As such, those projections involve risks and insecurity. For this reason, investors are recommended not to depend solely on these projections for making investment decision. It is possible that actual results may change significantly from these
projections for a number of factors. Such factors include, but are not limited to, economic trends affecting the Company’s operating environment, currency movement of the yen value to the U.S. dollar and other foreign currencies, and trends of stock markets in Japan.